Conversion rate optimization (CRO) and the customer journey are not the
same, but they go together; you can’t separate them. CRO is the process of
optimizing the customer journey.
Any step you’re taking to optimize the conversion rate—whether you’re
shortening a form or an intervening step—impacts the customer experience.
While you need to make some tweaks on the back end during the optimization
process, CRO is mainly about optimizing what the customer experiences on the
Hence, you can’t truly optimize conversion rates without intimately
understanding the customer journey. Likewise, you can’t have a customer
journey if you don’t have conversion steps to get users to move forward. You
must identify pain points, overcome objections, and educate yourself.
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